Brussels, Belgium – The Global Hotel Alliance (GHA), the world’s largest consortium of independent hotel brands, held its highly anticipated 2025 CEO Summit at the elegant new Corinthia Hotel Brussels, where more than 30 CEOs and executives from over 45 hotel brands convened to chart the future of luxury hospitality. With a focus on global travel recovery, loyalty-driven growth, and new market opportunities, the summit reaffirmed the alliance’s resilience and bold outlook for the year ahead.
Despite economic headwinds and geopolitical uncertainties, the sentiment at the summit was overwhelmingly positive. Executives were united in their belief that the travel industry is entering a new era of opportunity, marked by the resurgence of international travel and a deepening demand for premium experiences.
Travel Rebound Surpasses Pre-Pandemic Levels
According to the UN World Tourism Organization (UNWTO), global tourism saw an encouraging 5% year-on-year increase in international arrivals during the first quarter of 2025, totaling over 300 million travelers—surpassing pre-pandemic levels by 3%. Europe led the recovery with 125 million arrivals, a 2% increase over the previous year. Notably, Spain, Turkey, Greece, and Italy emerged as top-performing destinations.
In this favorable climate, GHA brands saw a surge in occupancy and revenue, particularly in urban and resort properties across Europe and North America. The rise in long-haul travel and multi-generational tourism was also identified as a strong trend driving demand in high-end segments.
United States and Asia-Pacific Lead Hospitality Growth
The United States remains the most significant outbound market for GHA, representing one-third of bookings across member hotels. Executives noted that U.S. travelers continue to drive growth, particularly in Europe, the Middle East, and Asia.
Meanwhile, the Asia-Pacific region is gaining momentum, posting a 12% increase in international arrivals, fueled by rising affluence in China and India. The burgeoning middle class in these countries is now a powerful force in global luxury travel, and GHA brands are responding by tailoring services to these emerging consumer groups.
GHA DISCOVERY Loyalty Program: A Game-Changer
A key focus of the summit was the impressive success of the GHA DISCOVERY loyalty platform. Designed to foster deeper customer engagement, the program lets members earn DISCOVERY Dollars (D$) to use across all GHA properties. With its user-friendly rewards structure and flexibility, the program has quickly become a core driver of brand loyalty and repeat business.
At one new hotel in Tokyo, 70% of bookings in its first three months came through the GHA DISCOVERY platform, illustrating its power to drive direct revenue and guest retention.
Dillip Rajakarier, Group CEO of Minor Hotels, emphasized that GHA DISCOVERY provides the best of both worlds—a global reach with individual brand identity, a key factor in attracting repeat guests.
Strategic Brand Expansion and New Market Entrants
GHA’s roadmap for 2025 includes strategic expansion across multiple continents. New member brands include:
- Cinnamon Hotels & Resorts (Sri Lanka)
- Sunway Hotels & Resorts (Malaysia)
- Rotana Hotels (Middle East)
This expansion is bringing GHA closer to its target of 1,000 hotels globally, significantly increasing its footprint in Asia, the Middle East, and Southeast Europe.
Among notable individual brand moves:
- Corinthia Hotels opened flagship properties in Brussels, Bucharest, and New York, with Rome on the horizon.
- Kempinski Hotels strengthened its position in Germany and announced plans for expansion in the UK and USA.
- Minor Hotels added 30 new properties in Europe, reinforcing its dominance in leisure and upscale business travel.
- Pan Pacific Hotels Group is leveraging the success of its London flagship to expand further into Western Europe.
Focus on Asia: A Strategic Priority
Summit discussions highlighted China and India as vital markets for future growth. With a booming travel-ready population, rising income levels, and growing appetite for luxury experiences, both countries offer long-term potential.
Choe Peng Sum, CEO of Pan Pacific Hotels Group, emphasized the need to target free independent travelers (FITs) from Asia, particularly those seeking authentic, personalized experiences. The FIT segment, he noted, will be instrumental in shaping future travel patterns.
Resilience and Innovation Drive GHA’s Success
Despite ongoing volatility in global markets, GHA leaders shared a unified message of resilience and innovation. CEO Chris Hartley praised the alliance’s ability to adapt quickly in a shifting environment, noting that flexible business models and shared resources have been central to the group’s post-pandemic recovery.
The summit further spotlighted rising demand for eco-conscious luxury, experiential stays, and localized guest engagement—trends that align closely with the GHA model of allowing independent brands to flourish while leveraging collective reach.
Looking Ahead: Growth Through Collaboration
As the hospitality industry evolves, GHA’s collaborative structure positions it uniquely for sustained success. By embracing personalization, digital engagement, and global connectivity, the alliance is preparing for the next wave of luxury travel demand.
The Brussels summit served not only as a milestone for growth but also as a strategic blueprint for the years ahead. With a focus on market expansion, technological integration, and loyalty innovation, GHA is ready to shape the future of global hospitality.
Conclusion: GHA’s Vision for a Connected, Luxurious Future
With strong recovery figures, bold expansion plans, and the continued strength of the GHA DISCOVERY loyalty program, the 2025 Brussels Summit reaffirms GHA’s leadership in the evolving global hospitality landscape. As new markets open and travelers seek richer experiences, GHA is perfectly positioned to deliver value to both brands and guests, ensuring its place at the forefront of luxury travel’s next chapter.
For more travel news like this, keep reading Global Travel Wire
